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ATP 'FEEL IT' campaign

27.10.2007 | Tennis

The ATP, governing body of the men’s professional tennis circuit, this week unveiled its new advertising campaign - ‘FEEL IT’. The multi million dollar campaign, featuring ATP stars including Roger, Rafael Nadal, Novak Djokovic, Andy Roddick, Andy Murray and James Blake, will showcase the sport’s core values as a one on one gladiatorial battle, full of intensity and passion. Developed following extensive consumer research, ‘FEEL IT’ will pre-launch at the prestigious BNP Paribas Masters tournament in Paris before rolling out globally throughout 2008.


Created as a flexible and adaptable central resource that can be utilised in any of the ATP’s 63 tournament markets globally, the campaign has been specifically designed to include any player featured on the ATP Tour. The campaign has developed a full suite of above and below the line executions including TV spots, billboards, online banners, virals, merchandise, fan giveaways and PR stunts. Created by Canadian agency TAXI 2, the multi-media campaign uses wild animals, fire and waves as well as special effects to produce spectacular visuals and video footage that emphasises the power and intensity of the ATP Tour.


“Anyone who has sat a few yards away when a player like Andy Roddick or Roger Federer serves a tennis ball knows there are few sports that can rival men’s tennis for sheer excitement, intensity and power,” said Phil Anderton, ATP Chief Marketing Officer. “‘FEEL IT’ is a new global campaign designed to help our 63 tournaments use the raw excitement of our sport to connect with fans and encourage them to experience the unique sensation of live men’s tennis.”


Roger, who features in a creative showing past champions of the men’s game, said: “I think ‘FEEL IT’ is a very good idea and I like the legends aspect with all the other great players on my photo. It makes me proud as I'm not only playing against the current players but also against history. The ‘FEEL IT’ campaign looks good and we need something like this as there are a lot of new players coming up as well as players that are well established. I think it's great to try it as a test at the BNP Paribas Masters tournament in Paris.”


The ‘FEEL IT’ campaign is one part of a wider marketing initiative to support the wide-ranging changes being undertaken by the ATP. A new world wide calendar structure will launch in 2009, as the ATP undergoes its largest set of changes since its creation in 1990. As well as new tournaments, investment into facilities of over $800m and a record breaking level of prize money, the ATP will also introduce a new brand look and identity based on extensive consumer research and designed to make the Tour more fan friendly.


A number of ATP Tournaments are already interested in running the ‘FEEL IT’ campaign in 2008, with the prestigious Rogers Cup, a Masters Series event, among them. Michael Downey, Chief Executive of Tennis Canada said: ‘We can't wait to use ‘FEEL IT’ across all communication vehicles for our Rogers Cup in Toronto. The "FEEL IT’ campaign is a sports industry best practice. The ATP has created a world class, consumer tested campaign with built in flexibility to meet the different needs of their large tournament base."


Find great pictures and more details via the link below!

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10/27/2007 | 04:36 PM
These posters tell me that RF plays and wins against people, so his position as Number 1 is REAL!

Other players would play against animals, abstract elements or imaginary creatures. Is reaching rank Nr 1 just a dream? a fable? a tale?

MY dream, my w
10/27/2007 | 04:28 PM
well roger, i can FEEL IT!!!
go roger!! ure the best!!!
10/27/2007 | 04:23 PM
Hi, Roger!!!
I'm so happy about you being part of the campaign :-))

Good luck,champ!!!
10/27/2007 | 04:14 PM
''feel it'' roger :D( the ball i mean)...very good... this campaign seems very good to me and i am glad you are part of it..:):)
10/27/2007 | 04:01 PM
Right on! I FEEL IT!!!!!

10/27/2007 | 04:00 PM
You are the best.I can feel it only when you play.Go and win it roger
10/27/2007 | 03:56 PM
hi Roger!

keep it up!
we're always here to support you!

God bless!

10/27/2007 | 03:48 PM
you are the best Roger.
Go roger,go.
i love you.
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